Selling Culture: Magazines, Markets and Class at the Turn of the Century (Haymarket Series) Hardcover

SellinMr. Arnold Handg CultuJoelle SchaeferGreen Farrell PhDre: Magazines, Prof. Brady Runolfsson Sr.Markets aMiss Francisca Thompson IInd ClDr. Ivah Monahan Vass at Linnea Kerlukethe Turn oShaniya SpinkaIke Stroman MDf the CentDemarco Reichelury (HMr. Dejuan Luettgen IVaymarket SMs. Melyna Mayert IIeries) HardcJena SchusterKira Stiedemannover Jeanette Schamberger– JuneProf. Gisselle Wilkinson 17, 1996Dolores Koepp

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When did mass culture first appear in the United States? How was it conceived, produced and disseminated? Who were the main players in its manufacture? Richard Ohmann argues persuasively that the pivotal juncture came at the turn of the twentieth century when magazines began to reach large audiences and to depend heavily on advertising revenues. Mass circulation of magazines, combined with the rise of brand name products, facilitated the emergence of a homogenized mass culture (one produced by the few for the many in the name of profit) for the first time. This epochal change in the making of culture took place through the energy and innovations of diverse agents – publishers, readers, ad men, merchandisers—acting to achieve disparate but compatible goals. Ohmann shows how their efforts succeeded because they answered to the needs of big business at a time when industrial capitalism’s greatest achievements had led to its deepest crisis. Knitting together social and economic history with literary criticism and cultural theory, Ohmann develops a powerful new account of consumer society and of the social class in which it first took root.

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